Understanding Match Types
Match types are how you control who sees your ads—and when. In this chapter, you'll get a clear, practical breakdown of broad, phrase, exact, and negative match types so you can reduce wasted spend, tighten your targeting, and reach the right audience more consistently.
Key Points:
- Match types define how closely a search query must match your keyword before your ad is triggered;
- Broad match casts a wide net — use cautiously with automation and strong negatives;
- Phrase offers balance, matching phrases in order while allowing flexibility;
- Exact match delivers the most precise targeting — ideal for high-intent, high-value keywords;
- Negative keywords block irrelevant or low-converting traffic and should be used in every campaign;
- Mix match types strategically: exact for control, phrase to scale, and broad with automation;
- Maintain a growing negative keyword list to continuously improve ad efficiency.
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Can you explain the difference between broad, phrase, and exact match types with more examples?
How do I decide which match type to use for my keywords?
What are some best practices for building and maintaining a negative keyword list?
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Match types are how you control who sees your ads—and when. In this chapter, you'll get a clear, practical breakdown of broad, phrase, exact, and negative match types so you can reduce wasted spend, tighten your targeting, and reach the right audience more consistently.
Key Points:
- Match types define how closely a search query must match your keyword before your ad is triggered;
- Broad match casts a wide net — use cautiously with automation and strong negatives;
- Phrase offers balance, matching phrases in order while allowing flexibility;
- Exact match delivers the most precise targeting — ideal for high-intent, high-value keywords;
- Negative keywords block irrelevant or low-converting traffic and should be used in every campaign;
- Mix match types strategically: exact for control, phrase to scale, and broad with automation;
- Maintain a growing negative keyword list to continuously improve ad efficiency.
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